Understanding Consumer Responses to Product Risk Information
نویسندگان
چکیده
منابع مشابه
Understanding Consumer Responses to Product Risk Information
Two experiments examine how message framing moderates consumer responses to product risk information. The findings suggest that contrary to an influential theory, consumers exposed to loss-framed messages exhibit a general aversion to product risk involving both short-term adverse effects and more permanent harm. In contrast, consumers exposed to gain-framed messages differentiate among differe...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 2006
ISSN: 0022-2429,1547-7185
DOI: 10.1509/jmkg.70.1.079.qxd